O personal branding das influenciadoras e a afirmação de valores pós-feministas

Abstract

Although it predates the social networking boom, the concept of self-branding has gained a new strength from them. In fact, this new connected digital era that people started to gain visibility that was previously reserved for celebrities. These people who emerged from social networking sites and conquered their own digital community become what we now call digital influencers. In order to stand out from the competition and achieve more visibility, many influencers started cultivating their own brand.Today the production of digital content, more than a profession, is seen as an entrepreneurial initiative, as digital influencers invest resources (time, money, etc.) in the expectation of being rewarded. Entrepreneurship is still seen as something typically masculine, but with digital there is a new opportunity for women to undertake it.This study aimed to understand if the personal brand management and the entrepreneurial initiative of the digital influencers of fashion, beauty and lifestyle is influenced by the post- feminist context. For this purpose, mixed methods of investigation were used: quantitative methods, through content analysis of social media of influencer; and qualitative methods, through interviews to micro-influencers.The representation of the brand persona in creative careers in content production is very marked by post-feminism. In fact, digital influencers in fashion, beauty and lifestyle are entrepreneurial subjects oriented towards a constant aesthetic concern, as well as towards self-discipline and surveillance of their behavior. Consumption is also very present in the way they present themselves on their social networks. Finally, the discourse of individual responsibility in which each individual is entirely responsible for their future is also a post- feminist mark evident in the performance of the influencers.

Date of Award	12 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)